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Web-based promotional techniques, Social presence theory

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Discuss two Web-based promotional techniques. Provide advantages and disadvantages of using each.

How can you use the Social Presence Theory to promote more effective communications with customers through marketing?

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Web-based promotional techniques, Social presence theory

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Two web based promotional techniques are:

1) Search Engine Optimization programs: These programs enable a company to popularize its web portal in order to attract more traffic and therefore, prospective consumers to their webportal. The idea is to list the website with popular search engines like Google, so that whenever makes an online search with respect to a company's product or services, the particular company's website appears in the front pages of the search result. One of the most popular techniques used today is Google's innovative "Adwords" program, which allows a company's portal to appear among the first few searches by spending a nominal amount. Such SEO programs allows a company's website to enhance its web presence and make a prominent name in online marketplace for company's products and services.

2) Another web-based promotional technique is tying up with popular online vendors and ecommerce portals such as Ebay, Amazon, CNet, etc., which are often visited by people enquiring about products/services over the web. By tying up with these vendors, a company opens up a plethora of opportunities for itself in the online marketplace. As more and more people are shifting to internet for making their purchases, it is a prudent decision to tie up with leading ecommerce portals for promoting one's product or services.

How can you use the Social Presence Theory to promote more effective communications with customers through marketing?

Definition of Social Presence Theory:
"The degree of salience of the other person in the interaction and the consequent salience (and perceived intimacy and immediacy) of the interpersonal relationships".
Communications media differ in their degree ...

Solution provided by:
Sandeep Bardia, MBA
Education
  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
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